By creating a message that urges South Africans to, despite their challenges, live life with a 'Live from the Sunnyside' state of mind, Sol says this is a state of mind that is democratic, attainable and within reach.

Unlike its competitors, which are pushing a lifestyle beyond reach, Sol says you do not need a life unlocked or by the seaside; you can live and create your dreams exactly where you are.

To bring this concept to life, Sol says that it and its partner agency RAPT Creative are using digital tactics to interact with consumers and engage them in exercises that bring light to their lives, just like crossword puzzles encourage audiences to find positive words amidst the negative discourse.

The agency's PR and influencer arm amplified the energy and positivity generated in its 2022 mostly above-the-line campaign, 'Taste the Sun with Sol’' using digital media and influencers to introduce Sol's 'Live from the Sunnyside'.

According to the duo, the inspiration behind the previous campaign was Sol's strong heritage and close association with sunshine, which needed to have resonance with the South African consumer.

In fact, drinking a Sol beer feels like a ray of sunshine, light and easy, making it the perfect accompaniment to friends and a sunny day, says RAPT creative head of PR and influencer marketing Khangelani Dziba.

The brand is targeted at 'go-getas' who value experiences over material possessions, have a positive outlook and desire to live in the moment, as opposed to approaching each day with caution, the duo says.

The influencer campaign devised by Dziba's team will run alongside the Sol brand pages amplifications until the end of 2023. It relies on the unique take on life shown by influencers like:
  • @ikho.kw
  • @mandz.not.hot
  • @tadeusofficial
  • @pharoahfi
  • @hope_ramafalo, and
  • @Lindah_majola.

"Posting on a monthly basis, these go-geta influencers have been given creative freedom to take the brand to the masses by depicting Sol as the perfect liquid companion for those who refuse to dwell on negativity. Take, for example, some of their posts around Mother's Day — wacky and useful, just like some of our mothers," concludes Dziba.

For more information, visit www.raptcreative.com. You can also follow RAPT Creative on Facebook or on Instagram.